What key changes are Gen Z and Millennial B2B marketers noticing in buyer behavior?
To find out, Anteriad and Ascend2 surveyed marketing decision-makers around the world who work for B2B organizations that have 250 or more employees.
Compared with Gen X and Baby Boomer B2B marketers, Gen Z and Millennial B2B marketers are more likely to say that over the previous year they've seen buyers increasingly use social media for research/decision-making, conducting research online, growing the size of the buying group, becoming more price sensitive, lengthening the purchase process, and valuing peer reviews.
Compared with Gen X and Boomer B2B marketers, Gen Z and Millennial B2B marketers are less likely to view improving data quality as a top challenge of executing an effective go-to-market strategy.
Two-thirds of Gen Z and millennial B2B marketers say they prioritize authenticity when creating brand messaging.
About the research: The report was based on data from a survey of marketing decision-makers around the world who work for B2B organizations with 250 or more employees.
